As technology and materials develop, the vehicle wrapping sector is expanding and showing off its intricate applications (Photo courtesy of Raccoon)
Visual communication is something we understand, express, evoke, and relish. Importantly we use it as a mode of expression, for both commercial and personal purposes. In the rapidly expanding vinyl vehicle wrapping sector—a highly creative, skilled discipline that encompasses a variety of processes including wide format printing, cutting, and human application—this expression is vivid, alive, and burgeoning.
This sector is of particular interest to wide-format print providers looking to diversify into this sector as it may not be immediately clear how to enter this sector profitably, or if there is a demand for this type of application, which indeed there is.
Advances in a wide array of wide-format printing technology, as well as the media we can utilise, and the processes we can subject the material or substrate to—from soft signage to 3D printing—has evolved incredibly; evident from this year’s multiple worldwide FESPA exhibitions. These industry leading organisations are at the forefront of digital printing innovation and the technology, including that associated to vehicle wrapping, from the substrates, media, and inkjet printers exhibited was undoubtedly futuristic this year.
Print innovations can be immediately fascinating enough that they are propelled into the spotlight, as is the case with progressions into 3D printing, superseding its two dimensional counterpart. It sparks immediate interest as it is so fascinating, as layer upon layer of plastic builds an object; and the results are so visually stunning. However that is not the case with all innovations and certainly not immediately apparent in vehicle wrapping, although today it is gaining huge momentum. Due to many factors including cost and ease of removal/re-application, this aesthetic and commercially viable technique is showing huge growth.
And it is not often that a print technique can be applied to the car, a symbol of autonomy, post-modernism and even, an adjective named after a founding company—Fordism. This is where we start the feature with something that seems completely opposing, both in subject matter, and historical context, but really, are integral to why we find such things fascinating, aesthetic, appealing, and why we deem it progressive. The art of printing, and of vinyl vehicle wrapping has become an exciting and enlightened sector experiencing growth. Flashy, costly paint jobs that seem reminiscent of a 90s bygone era are indeed out the window here.
The art of printing, and of vinyl vehicle wrapping has become an exciting and enlightened sector experiencing growth”
In the 1980s vehicles could be taken off the road for three days or more, the revered industry player Mark Godden of Metamark tells me, because of slower technology. The process involved computer cutting and self-adhesive film, it was laborious and coercing the material onto the vehicle could be prone to errors and therefore loss.
Vehicle wrapping really does present people from firms to enthusiasts with a more effective, larger, creative, and more cost-effective branding and promotional opportunity and is increasingly displacing conventional livery. However, the costs associated with developing, producing, and selling these synthetics are vast.
Developing the MetaWrap
And that is certainly the case with Metamark, a key player in the emergence of the vinyl vehicle wrap. They are integral to the rigorous, extensive, and resource intensive process involved in the creation of these advanced, carefully formulated synthetics used worldwide, but by no means have the monopoly. However, they are at the very forefront of progressive synthetic material development, using carefully trialled and formulated cocktails—of elements and chemicals—to create something that exhibits wholly fit-for-purpose behavioural characteristics. The development of vinyl wrap suitable for vehicle applications, a prolonged development process, involves staggering time investment and monetary commitment.
An employee at Metamark applies the MetaWrap MD-X to a Formula4 racing car
Mark Godden from Metamark states that: “Hand in hand with the skills needed to produce wraps, and the buoyant market creating demand for them, is the materials technology required to produce wrap graphics. Wrapping represents an extreme test of materials during the actual application and for the period in which the wrap
is in service. Wrapping does not tolerate anything less than the right materials for the demanding job it represents.”
Wrapping does not tolerate anything less than the right materials for the demanding job it represents”
The company’s extreme diligence has paid off, and has sent seismic waves throughout this sector. The company has recently introduced what it describes as a next-generation wrapping film. It is known to the market as the MetaWrap MD-X.
The company heralds it as a material that outperforms any pioneering product on the market that predates it, it means huge commercial and technical changes, the dynamics driving the market, and is used in diverse, creative applications including car rentals to Formula 4 vehicles.
Paul French, Metamark’s chief executive, elaborates: “MetaWrap MD-X was some time in the planning and in development. We wanted to deliver the market with a product that was genuinely compliant with the needs of the very people whose job it is to create wraps, and something that helps businesses pursue the opportunity profitably.
“In technical terms, MetaWrap MD-X sets out to be easy to handle and it is. It has remarkable tolerance to elongation, clearly important in a wrapping film and, being an MD-Class Metamark film, it prints brilliantly too.”
Comparable to processes reminiscent of an early 2000s procedure, whereby starting with big shapes of PVC, the material would be coerced into every nook and cranny of the body, a highly skilled job in itself, and outdated. This method would involve the application of materials that were never really designed for the job, and they would ultimately shrink and fail, firms like Metamark found ways to negotiate this and is why the MetaWrap MD-X is so highly revolutionary.
In fact this is used regularly in international Formula racing competitions worldwide as demonstrated in a case study showing Tom Jackson’s Formula 4 team using the electrifying colourways. These vehicle wrapping applications, facilitated by the MetaWrap MD-X, are said to ‘perform to order’ despite the heavily saturated colour and ink deposit imposed on the medium. They have proven to have been so popular in an industry with heavy commercial sponsorship which demands the regular updating and modernising of visual graphics.
Tom Jackson, an emerging Formula4 racing driver, has his final checks completed
But of course this is not an article celebrating one particular company, a partial discourse, as indeed every company will pioneer their products and specific cutting and application processes as being superior and revolutionary, which indeed, all of them to a certain extent, may well be, and are.
APA vinyl products based in Milan, Italy indeed offers a similarly pioneering product list with each firm’s film exhibiting particular USPs. APA has a huge range of amazingly progressive films. Its pride in the APA truck film is clear. Advertised as being the only self-adhesive plotter and print vinyl for trucks with an unrivalled customisation ability.
This is but one of its products, a high quality cast film canvas for trucks with very high adaptability, elasticity, and with ‘no fear of folding or rolling up’—an example of some questionable translations on its site—the progressive attributes of its films, however, is clear.
Formula4 racing driver, Tom Jackson speeds around the race track with MetaMark logos adorning his vehicle
The ultra-permanent high adhesiveness is a property that supports a strong five year guarantee. Also with the film showing a thickness of 80 microns—a number that varies hugely between plotter vinyls, car wrap, and wall vinyls—and amazing air flow technologies that allow air to escape, as the film is applied, APA seem on top
of this market but not without competition.
In a period before major technological advancements in wide-format printing, a sector which we are seeing a rate of progression we have never seen, print processes were very different and of course, more laborious. But today we see vehicle vinyl wraps that exhibit progressive properties, and the futuristic names are no different, just like the 3M envision wraps and 1080 products demonstrate.
3M has become synonymous with innovation. Within the vinyl wrapping world, their revolutionary products are everywhere. They introduced the world’s first non-PVC high performance wrap film. Their website states similar claims for printers looking to buy their products.
An Audi takes on a shimmering metallic wrapped finish showing the endless possibilities of vehicle wrapping
Their non-PVC attributes allowed a various things to happen. Firstly the 3M Envision Wrap Film, including a patented luster over laminate, is compatible with solvent printers, it is extremely ecofriendly due to its non-PVC qualities, it has an extreme 150 percent stretch, it installs easily even in a broad range of ambient temperatures this material guards against UV rays, moisture and acid dew, an attribute that is but one of this materials progressive and cost effective advantages.
Additionally the patented ‘Comply V3 Air Release Adhesive’, an attribute that is seemingly essential to modern vehicle wrap synthetics, huge 1524mm roll width allowing an application with no joins and products like optically clear surface protection film, the firm seems to present a wholly new stance in synthetics, in part moving away from PVC. This list goes on unreservedly stating the benefits, and versatility, of using this film. It is something that all of these companies push as it is so widely applicable.
Business benefits
Car rental companies preserving their fleet, difficult to coerce boats, unusual shaped vehicles, and large trucks that want a quick, creative graphics that compared to previous and now archaic methods is highly cost-effective. Quite simply, a firm making a business from the hiring of vehicles will carry a far higher residual value if they are wrapped, re-wrapped and the original paint job preserved.
Or take a scenario that any company can relate to, the cost and laboriousness of re-branding. Vehicle wrapping not only allows any creative application, be it for commercial or personal gain, but importantly, the technology available now has brought the cost down, coupled with the synthetic behavioural characteristics that allows quick
removal and re-application, this presents a cost-effective, creative, and aesthetic graphical solution for any business.
As technology and materials develop, the vehicle wrapping sector is expanding and showing off its intricate applications
What this means is that a business can be sure of a marked and considerable number of impressions from the outset. It means that a week-long promotion can be quickly advertised, a change in logo can be swiftly implemented, or a simple message can be conveyed, all with the knowledge that this material can be readily applied and re-applied, very swiftly.
It is interesting that 3M has moved away from cast vinyl, this material, of course is traditionally thought of as being more brittle and prone to tearing, but the innovations that other companies present surely combat that problem with their new synthetic compositions. 3M’s envision non-PVC wraps present what it calls a ‘greater tensile strength’ so they resist tearing for faster and when it comes to removal, the process is much cleaner. No primer is needed, making the removal of the graphic even easier, which means a more cost-effective solution to creative, vivid graphics with the utmost clarity.
No primer is needed making the removal of the graphic even easier”
Avery Dennision and Arlon, a firm supplying various film mediums, describe its products as supreme. Like every firm of this type they come with an equally engaging trademark for their films, this time the Easy Apply RS adhesive. Arlon’s most premium films go by the name of Arlon Ultimate Premium Plus, sold by William Smith. It is interesting to note the slight variants in how companies market their products and services. As expected the super high gloss finishes will add a stunning render to any consumer vehicle with matte, metallic, or brushed finished in supercast vinyl making an impact.
Instagram vehicle wrapping
Vivid and alive with engagement, Instagram accounts present this new trend in a light far-removed from the print sector, some might say, but it is exactly the innovators of this world, experimenting with tiny proportions of chemicals and employing trial and error that have made an ease of use within this creative application, a reality. This is a consumer trend that is for one, majorly growing, and two something that is not limited to a certain sector of the market. In short, you can picture a colleague or individual with a slight sum of disposable income to roll up to the workplace with a carbon fibre finished Volvo, it is possible for anyone. What seems particularly stand out for Avery Dennison and Arlon’s products is their marked outdoor durability, which can be up to twelve years, assuming no good looking finishes are applied, which can reduce this lifespan.
Advanced films
The company Grafityp based in Tamworth is a long running player in the print industry, with over 40 years of experience and eleven years of experience in the vehicle wrapping industry. Its vehicle Wrapping Film GrafiWrap was developed by Grafityp UK over eleven years ago and the company boasts that it was the first printable wrapping film with a protective cast over laminate to be introduced in to the vehicle wrapping market. The firm promises their film will have a lifespan of up to ten years if applied correctly and under the right ambient conditions.
The company seems to present some innovative techniques to help consumers achieve this. With pressure sensitive solvent based acrylic glue, the film is perfect for application over rivets, corrugations, and deep recesses. It is compatible with all HP Latex InkJet printers, solvent, and eco solvent Inkjet printers and is compatible with UV LED and UV lamp cured flatbed and roll fed printers showing its versatility.
A city bus displays a fully covered vinyl wrapped exterior showing vivid colours and advertising the buses eco-friendly state
Manufactured in Belgium, GrafiWrap is made from a soft cast 50micron film. But to add to the lifespan, the company has developed a laminate named the 40 micron cast laminate (LAM040), that, when applied, means the synthetic film doubles in strength whilst retaining its suppleness and workability. Also the company says the product is supported with a grey solvent acrylic adhesive purportedly helping to defuse dark background colours. With cast leather, velvet, and other soft look vinyl applications Grafityp come across as having some of the broadest range in vinyl wraps, testament to its experience in the industry.
‘Mr Vehicle Wraps’
“I am often called ‘Mr Vehicle Wraps’,” Richard Clark, managing director of Racoon, tells me an interview. Racoon is an example of a company pioneering applications in the vinyl wrap industry, and not necessarily the development of the specific substrate medium.
The company’s award winning success is down to continuous investment in new technologies, perseverance, and unrivalled branding ability and knowledge. The company is built around three key elements, graphic production facility, project management, and planning abilities, and a nationwide network of experienced and accredited graphic application teams.
Clark exclaims his company has been: “at the forefront and development of vehicle graphic application for the past twenty years and have won multiple awards during that period, including a FESPA Gold Award in 2014. I constantly fight off manufacturers and suppliers who want to benefit from our in-depth knowledge of the vehicle wrapping market and want us to trial and test their products.”
Racoon uses two revered providers of the synthetic medium and have been discussed in this feature, namely Arlon and 3M. To be at the most high end and innovative end of this industry is to be imaginative and employ the best mediums. This is what wins the most high-profile jobs. The company has done some ground-breaking work such as the wrapping of the London Eye capsules and supercars in Los Angeles.
A car that was wrapped by Racoon shows its slick carbon fibre render
In terms of the mediums they use, Clark says of Arlon: “We use their digital wrap films, primarily their DPF 6000XRP with matching laminate for all of our standard printed, graphical wraps. Why? Because it works! It prints reliably using our various digital print kit, which is now either HP Latex or 3M LED cured technology. Our vehicle wrap installation team love using it as it performs well and our customers love it because it never fails once applied and it is favourably priced too.”
Speaking of 3M, Clark says: “For some of our more discerning clients, like Jaguar Landrover or Rolls Royce, we opt for 3M IJ180 and IJ380 films. A little more expensive, but when peace of mind and a ‘belts and braces’ approach is required it’s worth paying a bit more.”
APA graphic applicators install a metallic mirror effect onto a Lamborghini with a stunning effect
It is not hard to see why the firm has such award-winning capabilities and prowess. The firm only uses the most premium films and therefore have the utmost colour fastness, durability, and lifespan. In respect of ‘colour change’ wraps, Richard says Racoon only uses premium films and the product is normally selected depending on the colour and finish required. The companies’ products of choice are: 3M 1080 series, Arlon Ultimate Premium Plus, and Avery Supreme Wrap film. All of these films are premium cast films and provide a paint like finish, good durability, and if applied professionally will offer long term, trouble free performance for the vehicle owner.
It is a visually stimulating tool that can be as promotional as it is progressive, as textured as it is artistic, and as cost-effective as it is compulsory for any business or individual looking to display a clear, or creative, message”
Instagram accounts, amazing technological advances, and a more widespread knowledge of what vehicle wrapping is all about and how it can save money for businesses that regularly work in this sector means a promising outlook for this industry. Firms like Racoon show how innovative you can be with this media, it is a visually stimulating tool that can be as promotional as it is progressive, as textured as it is artistic, and as cost-effective as it is compulsory for any business or individual looking to display a clear, or creative, message.
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